IMC Strategy Analysis – Management Assignment Help

Assignment Task


IMC Strategy Analysis
You need to prepare a draft IMC strategy for your selected start-up company and analyse its potential effectiveness, identifying gaps and making recommendations for improvement of the strategy. Your analysis should reflect the sustainability and ethical aspect with examples. You can follow the below steps to create & analyses the IMC strategy:

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Step 1: Identify your customer
First, you need a rock-solid understanding of the audience you are trying to target with your campaign. Without it, creating a unified marketing outreach effort is impossible. This helps you develop a positioning strategy that can maximize your chances at success. Create a customer profile that answers the following questions:

  • How old is the customer on average?
  • What education level have they typically achieved?
  • What gender are they?
  • What job title do they have?
  • What interests do they have?
  • What are their needs and pain points?
  • What do they do now to solve these needs?

Step 2: Choose what channels you want to use
An integrated marketing mix means integrated distribution of content across multiple channels, so the next step is to figure out what channels or mediums you’re going to use to reach out to your customer base. A good way to determine that is to survey your current customers. Are they on Instagram? Do they rely on Google searches? Are they fans of your blog? Do they watch your YouTube videos? You’ll want to avoid trying to use every channel out there, as that just dilutes your message. Integrated marketing communications should be more focused, so it’s better to be effective at a few channels than be ineffective trying to use them all.

Step 3: Start with a content idea, and then rope in the channels
Too many companies start with whatever marketing channel they have and start creating the content for that channel, but an integrated marketing team must approach it differently. You’ve got to start with a content idea or brand story you want to communicate to your customer, and then start developing a plan to split that content into multiple different types, ideally with the help of a content management system.

Step 4: Use marketing software
A key part of creating an effective integrated marketing campaign is to be able to always evaluate how you’re doing and adjust when necessary. And you can’t do that without having some powerful software that can track your performance and create custom reports that will provide valuable insights on where you should be heading as a team.

Assessment 2: IMC Strategy Analysis – Existing Business 
Read the article: The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment by Anna Krizanova et al (2019) which is also available in myCIHE. This article describes and measure the effectiveness of effectiveness of communication. Your report should review this article, analysis of the effectiveness of the IMC strategy (online version) for Hotel industry, offering critique and suggested revisions (if necessary). You are required to search additional information related to hotel business (online) and other competitors available with the context. 

Assessment 3: IMC Strategy
In this assignment, you are required to develop a full IMC strategy for Microsoft company considering it’s flagship product of Microsoft Surface.

Let us give you the background of this assignment:
Microsoft Surface is a series of touchscreen-based personal computers and interactive whiteboards designed and developed by Microsoft. Microsoft first announced Surface at an event on June 18, 2012, presented by former CEO Steve Ballmer in Milk Studios Los Angeles. Surface was the first major initiative by Microsoft to integrate its Windows operating system with its own hardware, and is the first PC designed and distributed solely by Microsoft. Sales of the first generation Surface did not meet Microsoft’s expectations, which led to price reductions and other sales incentives. The resultant Surface Pro 3 succeeded in garnering a great interest in the Surface line, making Surface business profitable for the first time.

You are now required to do research of the historical background of Microsoft Surface in terms of IMC core objective or values, business growth, sales/innovation, competitive review, advertisement or other promotional activities. You must highlight the sustainability and ethical aspects of business. A relevant reading material is available in myCIHE site.

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